In recent years,international fashion brands characterized by rebellious spirit,futurism,and apocalyptic plot have gradually become the focus of controversy in the industry and consumers.The breakthrough in traditional aesthetics has brought about discussions among the public about beauty and ugliness.This article takes this as the starting point for research,and explores the definition and cognition,internal correlation,in order to establish equal autonomy in fashion brand design style and present a unique and relatively complete aesthetic system to the public.